Maximize Ad Production Spending

Module

Content Summary

Overview of the Production Process; Roles & Responsibilities

• Planning & Budgeting: Your #1 Cost-Saving Tool
• Preparing for Your Project: Understand bidding practices (competitive bids, firm bid vs. cost plus)
• Selecting a Director / Viewing Directors’ Reels
• Awarding the Job
• Pre-Production Best Practices
• Casting challenges: Actors, Celebrities, Real People
• What Happens at the Shoot? When are you responsible for overages? Should you buy weather day insurance? Should you go offshore?

Cost Drivers & Strategies for Efficiencies

• Bring costs under control by understanding a production’s most significant cost drivers including off-shore production, digital vs. film, style of spot, talent, types of music, etc.

Talent: Managing Your Talent Payments: The Basics (Presented by TEAM Services)

• Union vs. Non-Union
• Classifications of talent (OCP, extra, etc)
• Basics of SAG rules and talent management
• Understand talent in the “New Media” platforms
• Managing celebrity talent and allocations
• Pick up valuable tips for reducing costs.

Post-Production: Finishing Your Spot (Presented by JR D’Alessandro from Creative Services)

• Learn the best practices and cost drivers for the post-production process.
• What are the steps in the post-production process?
• How do I read an AICE bid form?
• Why do overages proliferate in this area?

Special Effects / Animation

• Why is this one area where costs can skyrocket out of control?

Trends in Print Production and Art Buying

• Gain an understanding of the print production process including cost drivers and learn best practices for working with your agencies on still photography shoots.
• Recent trends and changes in camera technology have led to greater ease in capturing both motion and still assets. We will discuss how to leverage your creative needs based on deliverables
• Learn best practices for negotiating usage rights for models and photographers

Digital Production

• Walk through the process and cost drivers for digital production and best practices in integration tactics.
• Learn the key issues in developing a SOW process and understanding how to read a digital estimate

Web Video Production

• Review best practices for web video production and solutions for common production issues that may occur.

Social Media

• Learn about the types of social media productions, timing, and budgetary guidelines.
• Discuss issues faced during production, and risk mitigation strategies to help protect your brand from common production pitfalls.

Re-purposing Content Across Mediums

• Learn best practices for re-purposing content across media and how establishing an efficient process can ensure success.

2012 Industry Trends

• What are other advertisers doing and what innovative practices should be considered?

Procurement / Ancillary Services and Case Studies

• What are some new ideas for creating more efficiencies during the entire process? We will discuss such topics including but not limited to:
• Preferred partner deals
• Production audits
• Production (tax) incentives
• Creating stock libraries, Digital Asset Management systems, online approval tools, etc.